Theragun

Title:

Regaining Market Share and Driving Revenue: A Case Study

Introduction:

A brand faced inventory issues and aimed to regain market share by implementing an aggressive advertising strategy on Amazon. Seeking to increase market share across core keywords and boost sales across all product lines, the brand partnered with PointStory to develop a comprehensive solution.

Situation:

The brand encountered inventory issues leading up to May, resulting in a decline in market share on Amazon. In an effort to recover and regain lost ground, the brand recognized the need to implement a robust advertising campaign.

Goals:

1. Increase market share across core keywords on the Amazon platform.
2. Drive revenue growth across all product lines.
3. Decrease Advertising Cost of Sale (ACoS) to improve campaign efficiency.

Solution:

PointStory devised a strategic plan to help the brand regain market share and drive revenue growth on Amazon. The solution included the following key components:

1. Campaigns to Drive Revenue: The PointStory team developed targeted campaigns aimed at driving revenue and increasing market share. These campaigns focused on targeting the brand’s own terms, as well as generic and competitor terms and ASINs. By targeting a wide range of relevant keywords and ASINs, the brand aimed to capture the attention of potential customers and increase sales.
2. Emphasis on Market Share: Understanding the importance of market share in regaining a competitive position, PointStory’s strategy prioritized capturing a larger portion of the market across core keywords. By targeting specific keywords and ASINs associated with the brand and its competitors, the campaigns aimed to increase visibility and attract more customers to the brand’s products.

Results:

1. Revenue Growth: The implemented advertising strategy yielded significant results, with the brand experiencing a remarkable $655,000 increase in revenue in just two months. This surge in revenue showcased the effectiveness of the campaigns in driving sales and regaining market share.
2. ACoS Reduction: The brand successfully achieved an 8.2% decrease in Advertising Cost of Sale (ACoS). This improvement in ACoS indicated greater campaign efficiency and a higher return on advertising investment. The optimized campaigns delivered better results while minimizing advertising costs.

Conclusion:

By implementing a robust advertising strategy focused on market share and revenue growth, the brand successfully regained its competitive position on Amazon. PointStory’s targeted campaigns, encompassing brand-specific terms, generic keywords, and competitor ASINs, drove significant revenue growth of $655,000 in just two months. Additionally, the 8.2% decrease in ACoS demonstrated improved campaign efficiency. This case study exemplifies the power of a well-executed advertising strategy in overcoming inventory challenges, regaining market share, and driving revenue on the Amazon platform.